Dynamic determination of service allocation and fulfillment

ABSTRACT

A determination is produced as to the number of leads that can be provided from a system to a target business entity, wherein the leads are generated from a plurality of platforms. The platforms may include platforms that comprise system sources for leads, i.e., sources that are internal or organic to the system, for which it is unnecessary to pay third parties for the leads. The platforms may also include platforms that comprise external sources for leads, such that the leads must be purchased from the external sources. In response to parameters related to the target business entity, an estimated number of leads per unit time is generated for a range of payments to the system by the target business entity. The number of leads to be originated from each of the respective platforms is determined by business rules preferences, which may be specified by the target business entity. Adjustments can be made in real time to the mix of platforms from which leads are generated, in response to received performance data and pricing information.

BACKGROUND

This disclosure relates to marketing campaigns for utilizing leadscomprising sales propositions in the form of telephone calls, e-mailmessages, advertising impressions through Web browsers, form-fills overthe Internet, coupons delivered or redeemed, and the like, infurtherance of business for a target business entity.

One of the ways in which business entities achieve their business goalsfor increasing revenues and profit is by pursuing leads for additionalpurchases by business customers. The leads may comprise, for example,telephone calls to the business entity, received e-mail messages,advertising impressions through Web browsers, received form-fills overthe Internet, coupons delivered or redeemed, and the like. Marketingcampaigns can be developed to utilize such leads, but generating suchmarketing campaigns can be challenging. Marketing campaigns should havethe possibility of drawing from multiple sources of leads and should becapable of adjusting the allocation of leads from among the multiplesources.

Consulting firms are available to help with marketing, but such servicescan be complicated and may involve a relatively great deal of time andparticipation on the part of the business entity, and can becomparatively expensive. Cost-effective marketing campaigns for businessentities, without large commitments of time by the business entities,are desired. Such marketing campaigns should have capability of drawingfrom multiple sources of leads and should be capable of adjusting theallocation of leads from among the multiple sources.

SUMMARY

In some aspects, a determination is made as to the number of leads thatcan be provided from a system to a target business entity, wherein theleads are generated from a plurality of platforms. The platforms mayinclude platforms that comprise system sources for leads, i.e., sourcesthat are internal or organic to the system, for which it is unnecessaryto pay third parties for the leads. The platforms may also includeplatforms that comprise external sources for leads, such that the leadsmust be purchased from the external sources. In response to parametersrelated to the target business entity, an estimated number of leads perunit time is generated for a range of payments to the system by thetarget business entity. The number of leads to be originated from eachof the respective platforms is determined by business rules preferences,which may include cost, number of desired leads, available inventory,and the like. The projected number of leads may be generated from acustomer projection tool that can combine information from Internetbased data, printed media data, and external data. The business rulespreferences may be specified by the target business entity. Adjustmentscan be made in real time to the mix of platforms from which leads aregenerated, in response to received performance data and pricinginformation. These features may be performed by computer-implementedmethods, computer systems, and by systems that execute machine-readableinstructions embodied on a non-transitory machine-readable medium toperform the method.

Other features of the disclosed subject matter will be apparent from thefollowing description of the embodiments, which illustrate, by way ofexample, the principles of the disclosed subject matter.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of an example of a computer system thatprovides the features disclosed herein.

FIG. 2 is a flow diagram of an example of the processing performed bythe system illustrated in FIG. 1.

FIG. 3 is an exemplary interface for a user that is displayed on acomputing device for receiving input in accordance with the systemillustrated in FIG. 1.

FIG. 4 is is an exemplary interface for a user that is displayed on acomputing device for showing suggested call flow values in accordancewith processing performed by the system illustrated in FIG. 1.

FIG. 5 is an exemplary interface for a user that is displayed on acomputing device for collecting user input relating to a marketingproposal in accordance with processing performed by the systemillustrated in FIG. 1.

FIG. 6 shows a display screen that provides a report graph illustratinga forecast or prediction of expected leads of the system illustrated inFIG. 1.

FIG. 7 is a block diagram of the CP Tool, showing data sources availableto the tool.

FIG. 8 is an exemplary interface for a CP tool user that is displayed ona computing device for receiving input in accordance with the systemillustrated in FIG. 1.

FIG. 9 is a block diagram of an embodiment of a computer systemconstructed in accordance with embodiments of the system illustrated inFIG. 1.

FIG. 10 is a block diagram of an embodiment of a special-purposecomputer system constructed in accordance with embodiments of the systemillustrated in FIG. 1.

DETAILED DESCRIPTION

The ensuing description provides preferred exemplary embodiment(s) only,and is not intended to limit the scope, applicability or configurationof the disclosure. Rather, the ensuing description of the preferredexemplary embodiment(s) will provide those skilled in the art with anenabling description for implementing a preferred exemplary embodimentof the disclosure. It should be understood that various changes may bemade in the function and arrangement of elements without departing fromthe spirit and scope of the disclosure as set forth in the appendedclaims.

Specific details are given in the following description to provide athorough understanding of the embodiments. However, it will beunderstood by one of ordinary skill in the art that the embodimentsmaybe practiced without these specific details. For example withoutlimitation, circuits may be shown in block diagrams in order not toobscure the embodiments in unnecessary detail. In other instances,well-known circuits, processes, algorithms, structures, and techniquesmay be shown without unnecessary detail in order to avoid obscuring theembodiments.

Also, it is noted that the embodiments may be described as a processwhich is depicted as a flowchart, a flow diagram, a data flow diagram, astructure diagram, or a block diagram. Although a flowchart may describethe operations as a sequential process, many of the operations can beperformed in parallel or concurrently. In addition, the order of theoperations may be re-arranged. A process is terminated when itsoperations are completed, but could have additional steps not includedin the figure. A process may correspond to a method, a function, aprocedure, a subroutine, a subprogram, and the like. When a processcorresponds to a function, its termination corresponds to a return ofthe function to the calling function or the main function.

Moreover, as disclosed herein, the term “storage medium” may representone or more devices for storing data, including read only memory (ROM),random access memory (RAM), magnetic RAM, core memory, magnetic diskstorage mediums, optical storage mediums, flash memory devices, and/orother machine readable mediums for storing information. The term“computer-readable medium” includes, but is not limited to, portable orfixed storage devices, optical storage devices, wireless channels, andvarious other mediums capable of storing, containing, or carryinginstruction(s) and/or data.

Furthermore, embodiments may be implemented by hardware, software,firmware, middleware, microcode, hardware description languages, or anycombination thereof. When implemented in software, firmware, middlewareor microcode, the program code or code segments to perform the necessarytasks may be stored in a machine readable medium such as storage medium.A processor(s) may perform the necessary tasks. A code segment mayrepresent a procedure, a function, a subprogram, a program, a routine, asubroutine, a module, a software package, a class, or any combination ofinstructions, data structures, or program statements. A code segment maybe coupled to another code segment or a hardware circuit by passingand/or receiving information, data, arguments, parameters, or memorycontents. Information, arguments, parameters, data, and the like may bepassed, forwarded, or transmitted via any suitable means, includingmemory sharing, message passing, token passing, network transmission,and the like.

Various embodiments will now be discussed in greater detail withreference to the accompanying figures, beginning with FIG. 1.

FIG. 1 shows a block diagram of an example of a computer system 100 thatprovides the features disclosed herein. A sales tool 102 communicateswith a sales management component 104 of the system 100. A customerprojection (CP) tool 103 also communicates with a sales managementcomponent 104 of the system 100. The sales management component 104receives data input from the sales tool 102, which is used by amarketing sales force and which may comprise a computing device such asa desktop computer, laptop computer, tablet computer, smart phone, orthe like. The sales management component 104 may also receive data fromthe CP tool 103, such as projections of leads from various sources. Fora mobile sales force, the sales tool may comprise a portable computingdevice. The sales tool 102 may also obtain access to operations of theCP tool 103. The sales management component manages the data it receivesso that the received data is communicated to a pricing engine 106 andmay then be communicated to a master database manager 108, whichincorporates a master database. The sales management component 104 andpricing engine communicate with multiple platforms 110, which comprisesources of leads. The leads may comprise sales propositions in the formof telephone calls, e-mail messages, advertising impressions, form-fillsover the Internet, coupons delivered or redeemed, and the like, infurtherance of business for a target business entity.

The pricing engine 106 performs operations comprising determining anumber of leads that can be provided from the system to a targetbusiness entity, wherein the leads are generated from the plurality ofplatforms 110. The platforms may include platforms that comprise systemsources for leads, i.e., internal or organic sources of leads, for whichit is unnecessary to pay third parties for the leads. The platforms mayalso include platforms that comprise external sources for leads, suchthat the leads must be purchased from the external sources. The pricingengine 106 responds to parameters related to the target business entityand generates an estimated number of leads per unit time for a range ofpayments to the system by the target business entity. The number ofleads to be originated from each of the respective platforms isdetermined by business rules preferences, which may include cost, numberof desired leads, available inventory, and the like, and may be receivedinto the system 100 through the sales tool 102 based on specifiedparameters provided by the target business entity. Adjustments can bemade in real time to the mix of platforms from which leads aregenerated, in response to received performance data and pricinginformation.

Communications with the target business entity may be passed through thesales tool 102, which can send and receive messages and can displayinformation for viewing.

Operation of the system 100 involves a sales person using the sales tooldevice 102 to log in to the sales management component 104, which may beprovided by software application suites such as “Salesforce” and thelike. Upon logging in, the sales person will see their list of leadsdisplayed on the sales tool device 102. The sales person can use theirsales tool device to click on a displayed lead and can also go to a newlead. That is, in one instance, the sales tool device 102 includes adisplay on which a sales person can select a sales lead, in response towhich the sales tool device will display detailed information about theselected sales lead. In another instance, the sales person can selectanother sales lead from the display, such as by selection of a “Back”display button or by selection of a dedicated “Sales Leads” button.These operations are described in further detail below, in conjunctionwith the description of FIGS. 3, 4, 5, and 6.

As noted above, the sales person may also gain access to operations ofthe CP tool 103, either explicitly by the sales person requestingservices through inputs to the sales tool device display, or throughoperations of the sales tool device performing operations of its own,without prompt by display inputs from the sales person. The sales tooldevice will support updating/fleshing out metadata for each targetbusiness entity, including grouping multiple related businesses (e.g.,two locations for a restaurant), and during the sales process, freelistings for the potential advertising business entity can be viewed(i.e., a target business entity can set up their account). In this way,business data can be collected upon establishing a business relationshipin this manner. As part of this process, an accurate description of thetarget business entity can be collected, to determine businesscategories served, such as whether the business will travel to thecustomer or if the customer travels to them, and what geographic areasare relevant to the business, and the like. This data collection permitsthe system to better target the business entity for agreeing to purchasemarketing campaign services and the like from the system operator.

Once the business has been properly identified, the sales tool device102 can be used to communicate with the pricing engine 106 to get theavailable offers. Each offer consists of a monthly price, and a targetrange of leads to be provided. There may be a seasonality curve withrespect to the leads, where appropriate, especially in the situationwhere the lead target is provided with leads over the course of themarketing campaign, so the distribution of leads may not be equallydivided month over month. The pricing engine 106 may communicate withplatforms 110 that are internal to the system and that are external tothe system. External platforms may comprise, for example, search enginesand Web portals such as “Google”, “Yahoo!”, “Bing”, “About.com”, blogs,and the like. When the pricing engine obtains prices for leads, thepricing engine may generate one or more advertising and online marketingcampaigns. The generated marketing campaigns are presented as packages,comprising a proposed or promised flow of leads per unit time to thetarget business entity. The marketing campaign will draw on content 112comprising creative features such as banner ads, display ads, emailsolicitations, and the like, and the ad content 112 will be delivered tothird party users via an ad delivery component 114.

Packaged marketing campaigns will typically have dollar costs to thebusiness that will vary, based on a number of factors. The factors mayinclude, for example, information about the existing advertiser, theavailable inventory, whether the business has multiple locations, andthe like. Call recording will usually be available for categories whereit can be offered.

Communications among the components illustrated in FIG. 1 may take placeover network connections 116 between the components. The networkconnections may comprise, for example, a private or internal network ofthe system 100, or may comprise a network such as the Internet, or maybe a combination of private and Internet network connections.Communications among the various illustrated components 102, 103, 104,and so forth may occur over any path by which the components have aconnection over the network 116.

FIG. 2 is a flow diagram of an example of the processing performed bythe system illustrated in FIG. 1 for generating proposed leads andmarketing campaigns.

In the operation of FIG. 2 represented by the box numbered 202, the FIG.1 system receives parameters for each target business entity, includinggrouping multiple related businesses (e.g., two locations for arestaurant), and during the sales process, free listings for thepotential advertising business entity can be viewed (i.e., a targetbusiness entity can set up their account). In this way, business datacan be collected upon establishing a business relationship in thismanner. As part of this process, an accurate description of the targetbusiness entity can be collected, to determine business categoriesserved, such as whether the business will travel to the customer or ifthe customer travels to them, and what geographic areas are relevant tothe business, and the like. This data collection permits the system tobetter target the business entity for agreeing to purchase marketingcampaign services and the like from the system operator.

In the FIG. 2 operation represented by the box 204, the system generatesa number comprising an estimated number of leads per unit time for arange of payments to the system by the target business entity. Thenumber of leads represents a predetermined number of leads to the targetbusiness entity, wherein a lead may comprise, for example, a telephonecall placed to the business entity by a potential customer, a receivede-mail message, a received form-fill over the Internet, a sent orredeemed coupon, and the like. The operation of the box 204 provides,for example, a graph of generated leads over time for a predeterminedrange of cost (expenditure). As described further below, the estimatednumber of leads per unit time for a range of payments may be generatedby the Sales Tool 102 in cooperation with operations by the CP Tool 103.

The operation represented by the box 206 comprises receiving a paymentto establish a marketing campaign for at least one of the suggestedcosts over the range of costs. More particularly, the pricing engine 106determines the cost, or price, using data from the database 108 andusing information from the platforms 110. The operation of the box 206comprises receiving at least an initial payment from the target businessentity to establish a sales account for the business entity marketingcampaign. Further details of the pricing operation are described below.

In the operation represented by the box numbered 208, the systemgenerates a mix of leads from the platforms according to at least one ofthe suggested lead values. The proposed mix may be responsive, forexample, to a budget that is offered by the target business entity andwith which the call flow pricing must comply, or the proposed mix may beresponsive to a requested or proposed call flow volume expressed inexpected calls per month, or the like.

The operation represented by the box 210 comprises adjusting theproposed mix of leads from the platforms in response to data relating toperformance and pricing of the proposed mix. The data relating toperformance is typically received by the pricing engine 106 from themaster database manager 108 and from the platforms 110. The datacontains information such as actually experienced call flow volume,click rate on Web sites, email message traffic, and other such contactsthat may be characterized as having been generated via the system andthe ads 114 delivered by the system.

The master database manager 108 is populated with information that isobtained, in part, by data that is input to the system via the salestool device 102. The sales tool device, for example, may comprise atablet computer such as an “iPad” from Apple, Inc of Cupertino, Calif.,USA, and the sales tool device may execute an application that providesa user interface through which data may be collected. Otherimplementations of sales tool devices are also suitable, if suchimplementations are capable of performing the operations describedherein.

FIG. 3 shows an exemplary user interface 300 that is displayed on ascreen of the sales tool computing device 102 for receiving input inaccordance with the system illustrated in FIG. 1. FIG. 3 shows ahorizontal timeline of six milestones across the top of the FIG. 3screenshot. The six milestones correspond to different screen displaysor pages of the user interface, each of which solicits information inthe process of operation for generating the marketing campaign that isthe subject of the system. All six milestones are viewable across thescreen display of all the corresponding screenshots for each milestone,for convenient viewing of the progression in generating the marketingcampaign. The labels of the six milestones depicted in FIG. 3 are, fromleft to right: Introduction 304, Listing 306, Leads 308, Campaign 310,Contract 312, and Content 314.

Business Listing

FIG. 3 is a page or window display that corresponds to the “Listing”milestone 306 in the timeline of the six milestones that are shownacross the top of the FIG. 3 screenshot. The “Listing” page shows thebusiness listing information of the target company or client for whomthe marketing campaign is being generated. The proposed marketingcampaign will typically include a proposed number of leads to begenerated, and may comprise a range of values for the proposed number ofleads. The input data may include business information of the target(client) business entity, including business categories associated withthe target business entity. The input is solicited by the FIG. 3“Listing” display, which includes text for identifying informationinputs or parameters, along with corresponding text boxes in which theinput is received.

FIG. 3 shows that the display page includes an upper display portionidentified by “Business Information” 320 and a lower display portionidentified by “Categories” 322, both portions are for the input ofbusiness parameters. Each of the input business parameters listed inFIG. 3 includes a corresponding text input box in which data is enteredor selected. The “Business Information” 320 input business parametersinclude Business name 330, Business Address 332, City/State 334, Zipcode 336, Business phone 338, Business email 340, and Business Website(i.e., URL) 342. As examples of data, in the text box 330, the name isshown as “John Smith Cooling and Heating”; the address text box 332shows 123 Doran Street, the city/state box 334 indicates Glendale,Calif.; Zip code 336 indicates 91209; phone 338 is 818-555-1234; emailtext box 340 shows “jsmith@email.com”; and Website URL text box 342shows a URL of “johnsmithheatingandcooling.com”. The “Categories” of theinput parameters include two drop-down menus 350, 352 from which inputselections may be made. For example, FIG. 3 shows a first menu selection350 of “Cooling” and a second menu selection 352 of “Heating”. Thedrop-down menu items that are available for selection by a user operatorof the system will be chosen by the provider of the system or by anauthorized user operator, in accordance with businesses to beaccommodated and markets to be served. Additional drop-down menu boxesmay be created by an authorized user operator of the sales system toolby selecting an “Add Additional Categories” menu button 354, which willprovide a window from which an authorized user operator can add menuitems. Other display options may be provided for in FIG. 3, such as atoggle button 360 labeled “Do Not Display Business Address”.

FIG. 4 shows an an exemplary interface 400 for a user that is displayedon a screen of the computing device for showing suggested call flowvalues in accordance with processing performed by the system illustratedin FIG. 1. That is, FIG. 4 shows the estimated Retail Cost Per Leadbetween a range of low estimate and high estimate for a given PackagePrice of the marketing campaign.

FIG. 5 shows a display screen that provides a report graph generated bythe system illustrated in FIG. 1. The report graph provides a forecastor prediction of expected leads in terms of leads per unit time, such asexpected leads per month on the vertical axis and time on the horizontalaxis. FIG. 5 shows a horizontal timeline of six milestones across thetop of the FIG. 5 screenshot, a feature first illustrated in FIG. 3, seeabove, at a different scale. As with FIG. 3, the labels of the sixmilestones in FIG. 5 are, from left to right: Introduction 504, Listing506, Leads 508, Campaign 510, Contract 512, and Content 514.

FIG. 5 is a page or window display that corresponds to the “Campaign”milestone 510 in the timeline of the six milestones that are shownacross the top of the FIG. 5 screenshot. The “Campaign” page shows alower portion 520 of the FIG. 5 display, having a “Campaign Input”heading 522 that indicates input will be collected that relates to thetarget company or client for whom the marketing campaign is beinggenerated. Text below the “Campaign Input” heading 522 explains that theuser will “Answer a few questions to set up the Campaign Proposal.” Thecampaign input is collected via data input boxes in the lower portion520.

More particularly, each of the campaign input parameters listed in FIG.5 includes a corresponding text input box in which data is entered orselected. The campaign input parameters are solicited via questionslisted in the lower portion 520. The questions depicted in FIG. 5include a first question adjacent a first text box 524 that asks “Howmany monthly clients?” Text below the first question 524 explains thatthe question refers to “Generally, how many clients are you handling ona monthly basis?” The user operator will enter a number in thecorresponding text box 524. A second question adjacent a second text box526 asks “How many additional monthly clients?” Text below the secondquestion 526 explains that the question refers to “Without changinganything about how you run your business, how many additional clientswould you like to add on a monthly basis?” The user operator will entera number in the corresponding text box 526. A third question adjacent athird text box 528 asks “How many potential calls/emails become a newclient?” Text below the third question 528 explains that the questionrefers to “If 10 potential clients respond (call or email) to anadvertisement for your business, how many of them would you convert to anew client?” That is, the third question asks the target business fortheir anticipated conversion rate. Additional information on the displaypage for the third question 528 explains that the conversion rateassumes “industry-standard conversion rate for this particular businessbased on crowd-sourced data.”

When the data has been entered into the FIG. 5 display 500, the systemuser can select the display button 530 labeled “Generate CampaignProposal” to cause the system to respond by generating an initialcampaign proposal. After the display button 530 has been selected, theinitial campaign proposal is generated and the system display changes tothe Campaign display, illustrated in FIG. 6.

FIG. 6 shows the Campaign display 600 of the system. As noted above withrespect to the timeline display, the timeline in FIG. 6 indicates thesystem is operating at the Campaign event 602. A portion of the campaignproposal is depicted in FIG. 6, which shows the heading “CampaignProposal” 604 with the text explanation that “These are the campaignpackages based on your campaign input and other parameters.” Ascrollable list of campaign package proposals occupies the remainder ofthe display window. Typically, the top-most campaign package illustratedin the window 600 is a Recommended Package 608, which is visible in FIG.6. In the example display, the recommended package includes an estimatedten to fifteen monthly leads generated, with an estimated value ofmonthly leads at US$8500.00 to US$9000.00 and monthly investmentsindicated at US$4700.00 (i.e, a marketing campaign cost of $4700 with anestimated return of $8500-$9000 in value for new leads. A leads forecastgraph is provided in the campaign summary, comprising a graph withinformation similar to that shown in FIG. 4. The display can optionallyprovide a short description of the primary features or characterizationof the marketing campaign.

Additional Details of Marketing Campaign

The marketing campaign will typically be sold as an annual contract withevergreen renewal. The target leads may be adjusted at renewal time,based on the performance of the preceding time period, and based on thecurrent supply and demand. An account manager for the target businessentity may need to manage any communications for the renewal, if thereare changes.

Contract/Billing

When the customer (target business entity) agrees to a product, then thesales tool application, through the sales tool device 102, will includesupport to accept payment via credit card or debit card, or the like.The marketing campaign may be initiated via the pricing engine, uponauthorization. The sales tool application will then complete the contentcollection for the full set of products, using the content 112 and addelivery 114 components. Content may later be reviewed by the accountmanagers. Upon completion of the authorization for the marketingcampaign, the target business entity should receive a welcome package,introducing their account manager by name as their dedicated point ofongoing contact. The first instance of the ads generated from thecontent and ad delivery should be sent out from the system within 60minutes or less of the authorization being received from the targetbusiness entity.

Fulfillment

When the pricing engine 106 receives the “initiate campaign”authorization, it will set up the budgets and targets for the marketingcampaign. In conjunction with the marketing campaign, the pricing enginewill communicate with the content 112 and ad delivery 114 to immediatelylaunch three ad appearances for every combination of business locationand category, such as a priority listing, a category sponsor, and amobile premier listing. The listings will preferably be geo-targeted toeither a point-and-radius location area, or a list of “Zip” postalcodes.

Reporting

Customers, i.e., the target business entities, will receive monthlyreports of performance for the marketing campaign via email messages.The reports may include information such as which calls were counted,any call recording information obtained, and form fill information. Thereports may also include information about Web site clicks, and thelike. The email will include campaign progress to date, against targetsto date (taking into account seasonality and ramp), and similarperformance information.

Performance Management

The pricing engine 106 will be configured to automatically manage themarketing campaigns. For example, when the pricing engine notices ashortfall in performance, as when a campaign is underperforming (thecost per lead is outside acceptable ranges), it will send an alertmessage to an authorized person to review that marketing campaign datafor errors. A percentage of the target business entities, typically upto 15% of the marketing campaigns, may be underperforming and will beflagged, and reviewed by authorized persons.

Revenue Handling

At the beginning of each “accounting period” (first of the month, or atcontract start), the pricing engine will accrue revenue for each activecampaign. A contribution is computed by multiplying the revenue by acampaign specific target TAC (Traffic Acquisition Cost) ratio. Allcontribution dollars are attached to a campaign ledger, so contributionscan be tracked at the campaign level. Thus, marketing campaignperformance is tracked daily. Each campaign will be debited for the costof any traffic. Debits are applied against the campaign ledger whichreceived the traffic.

Measuring Performance

At weekly intervals, each campaign will be evaluated for performance.During performance management, factors such as the following may beevaluated:

-   -   How many leads should have been delivered up to the current time    -   How many leads have been delivered up to the current time    -   How many additional leads do we expect to acquire for the rest        of the campaign?    -   How many of those leads should ideally come during the next        week?

The target leads to date is a fairly simple computation, but willaccount for seasonality curves (and possibly “ramp up” time). Ingeneral, the median of the lead range is targeted. Delivered leads todate is a simple computation. If a customer has opted out of the CTN,calls will be estimated using heading level click-to-call rates.Otherwise, the actual measured calls may be used. The total number ofleads is defined as all calls, excluding the following:

-   -   Telemarketer calls (these will not even show up in the call        logs)    -   Unanswered calls (not a lead, but these will show up in the call        logs)    -   Calls <10 seconds (not a lead, but these will show up in the        call logs)    -   Duplicate calls from the same number within a 24 hour UTC day        (not a lead, but these will show up in the call logs)

All call flow pricing is produced within the context of a specificadvertiser, with a specific campaign definition. That definitionincludes (but is not limited to) a set of one or more businesslocations, with one or more heading codes, and some geographic targeting(not strictly speaking directory codes). Targeting may vary by location,it need not be consistent across the campaign.

Before generating prices, the target business entity who will comprisethe advertiser is scored. The most desirable advertisers (those withrobust web presences, positive reviews, and excellent CTR or SEO juice)are given an “A” score indicating greater desirability. The averageadvertisers are given a “B” score indicating a next degree ofdesirability. The least desirable advertisers (those with no webpresence and/or negative reviews, that people actively avoid whenpresented), are scored as a “C”. This scoring may be performed by thepricing engine 106. In general, “A” advertisers are given a discount totheir target ERPPL (Effective Retail Price Per Lead), and “C”advertisers are charged a corresponding premium to their target ERPPL.

In order to determine leads pricing, it is first necessary to estimatewhat leads are available for a given campaign from organic products. Ingeneral, additional headings or geographic scope will expose more leads.When more organic leads are available, pricing will be closer to thetarget pricing. Next, how much additional leads will cost from theoutside platforms 110 will be estimated. Using the information, a costper lead for a given number of leads is generated.

Using the previous two pieces of information, a curve that says howmuch, on average, it will be expected to pay for any given number ofleads can be calculated. For organic leads, the average cost per clickon the network is used as a starting point, and is supplemented with thepercentage of traffic which is provided by the network on average, andthe target ERPPLs for the headings under consideration (this is a tabledriven data view, which is updated manually on an ongoing basis).

The preceding operations create a curve which says, for each targetnumber of leads, what is our recommended average price. An exemplarycurve is illustrated in FIG. 4, discussed above.

In order to generate a target lead range for a given price point (e.g.$200, $300, etc.), it is only necessary to find the point along thecurve which matches that spend level, giving a target number of leadsand a target cost per lead. The system computes a low and high leadrange for the given price point, which includes +/−20% of the givenERPPL. For example, if there is a $40 target ERPPL for a $1000 package,then the low lead range would be 1000/(40*1.2) or 21 leads, and the highlead range would be 1000/(40*0.8) or 31 leads. The $1000 offer becomes21-31 leads (the backend system would generally target the middle—25leads).

Depending on how much the traffic now costs, this offer may or may notbe a good value to the advertiser. The final qualification step is toestimate the ROI of the package. ROI is computed as follows: Number ofleads*Conversion Rate*Value Per Transaction*Lifetime Value.

The sales tool application will receive all available offers from $200up to $2000, subject to the above constraints. The sales toolapplication will initially present the cheapest offers where the minimumlead target equals or exceeds the customer's lead goals. The offer maybe adjusted up or down within the range of packages returned by thepricing engine. In general, the Cost Per Lead will increase as thepackage gets more expensive, and will also increase as IYP inventory issold (because the computed expense will tend to reflect mostly SEM(Search Engine Marketing) pricing).

Performance Implementation

Each month that a target business entity is billed for the marketingcampaign, revenue is allocated based on the TAC (Traffic AcquisitionCost) percentage recorded for that business entity. All trafficdelivered to that entity will be debited appropriately. This will impacthow much money is available to spend on SEM. The budget will not beexceeded without manual intervention.

Additional Features—CP Tool

The system of FIG. 1 can provide guidance to a potential advertisingcustomer regarding a type of marketing campaign for consideration by thecustomer. The potential program is presented to the customer such thatan estimation of what kind of return may be expected for the variousphone, Web, print, mail, and other options that may be offered. The datafor presentation is organized and presented in a manner to highlight thepotential success of the program and persuade the potential customer toengage the offered marketing services.

FIG. 7 is a is a block diagram that shows the data sources available tothe CP Tool 103. As noted above, the projections for leads and costs arecomputed in the FIG. 1 system by the CP Tool 103. FIG. 7 shows theavailable sources include Internet source data IYP (Internet YellowPages data) 710, printed source data PYP (Printed Yellow Pages) 712, andexternal source data (EXT) 714. The EXT data 714 may be obtained fromdata sellers, such as: Google, Inc. of Mountain View, Calif., USA;Yahoo! Inc. of Sunnyvale, Calif., USA; Bing search engine by MicrosoftCorporation of Redmond, Wash., USA; blogs, Web sites, and the like. Inthis way, the CP tool produces leads estimates in accordance with ahybrid data model that utilizes these multiple sources of data ofdisparate basis. The combining of the disparate sources of data isperformed by the CP Tool in accordance with the received parameters, asdescribed above.

FIG. 8 is an exemplary interface for a CP tool user that is displayed ona computing device for receiving input in accordance with the systemillustrated in FIG. 1. The display screen 800 illustrated in FIG. 8shows a Summary display that illustrates the three data sourcesmentioned above for FIG. 7: Internet source data IYP (Internet YellowPages data) 710, printed source data PYP (Printed Yellow Pages) 712, andexternal source data (EXT) 714. The display 800 shows an abbreviatedsummary of information regarding the three data sources, at the“Summary” tab of the menu bar 802. Next to the Summary tab on the menubar, the display screen 800 also shows three respective source tabs“Print (PYP)”, “Internet (IYP)”, and “YP Connect (SEM)” (i.e., externalsource data).

In the example Summary of FIG. 8, the location being supported by thesystem is the Cleveland, Ohio, USA area. Under the top menu bar 802showing the Summary tab, each of the three alternative data sources arelisted with additional information. The three data sources are listedunder the column “PrintYP Products & Performance” 804 for Cleveland,“Internet YP Products and Performance” 806 for northwest (NW) Cleveland,and “YP Connect Products & Performance” 808 for Cleveland-Akron (Canton)Ohio area.

Beneath each column heading 804, 806, 808 in FIG. 8 is informationproviding further details, in a list of products by name and number ofexpected calls. For example, under Print products 804, the additionalinformation in the Summary display shows “Typical Potential Call Counts”with column headings of Product Name and High (Calls/Mo) and Low(Calls/Mo) (not shown). The product names refer to various products forpresentation of information that may be provided by the system, such asTQPV (three quarter page vertical), DT (two facing full page graphs), PP(Page Plus, two facing pages of data), FP (full page of data), HP (halfpage display), THC (triple half column), TQP (three quarter page,horizontal), LA (leader ad), 8HS (4-inch space listing), 6HS (3-inchspace listing), 7HS (3.5-inch space listing), DHC (double half column),and EDGO (editorial guide). Beneath the Print products column is a bargraph that illustrates average calls per month for the Print data,showing high and low call totals for each of the product names in thecolumn list, ranked by call total.

Similarly to the Print data, the middle data source informationcomprising Internet products 806 is a data table showing Internetproduct names, with a heading “Typical Range of Clicks & Calls” andbeneath that heading, a column for product names, a column for typicalnumber of “clicks” per product, and a column for calls/month. Internetproduct names denote levels of service, typically subscription-typeservices, such as Premium (PLL), Diamond, Platinum, Gold, Silver, andBronze/Trade Listing. The bar graph beneath the data table shows theInternet product names and corresponding expected average clicks permonth. Lastly, the right-hand data source information relates toexternal sources of data 808, such as would be paid to third-partyvendor data providers. In FIG. 8, the heading “YP Connect Products &Performance” 808 shows data for Monthly Leads for external data sources.Beneath the “Monthly Leads” heading is a column for Product Name, acolumn for Projected Monthly Connections, and a column for Leads/month.The product names correspond to offerings by the third-party vendors.The bar graph beneath the data table shows monthly cost for eachthird-party product on the horizontal axis and average leads for eachthird-party product on the vertical axis. The tabs on the menu bar foreach of the three data sources will display additional information aboutthe respective data source, when selected.

Returning to the discussion of FIG. 7, the CP Tool 103 assists the SalesTool device 102 in generating estimated production from each type ofavailable data platform 710, 712, 714. The CP Tool 103 can combineinformation from the data platforms to provide real-time results of leadproduction, and may also assist in dynamically adjusting the combinationof information from the data platforms to provide the desired (i.e.,estimated) lead production. The CP Tool 103 generates estimates forsales leads and also has the ability to generate reports on leadsproduction independently of any data sharing with the sales tool 102.For example, the CP Tool 103 may be used to prepare for a sales call bygenerating reports of a target business entity in which a reportincludes market data such as an industry segment that contains thetarget business entity, a business type, market segment in revenueamount, number of employees, marketing budget, number of locations,geographic distribution, and the like. The CP Tool will rely on datafrom the master database manager 108 and from user input, such asreceived through the sales tool device 102.

It should be understood that the system 100 comprises a leads systemsuch as offered by Yellow Pages, LLC via their “YP.com” Web portal. Assuch, the system 100 is capable of utilizing CTN (call track number)features, and includes paid advertisements and unpaid advertising. Theunpaid advertising includes, for example, public domain information suchas a business location and telephone number from public listings. Thepaid advertising includes advertising listings of the system (e.g.,listings at YP.com), such that the paid listings are limited in number,duration, and presentation. For example, the paid advertising listingstypically include assignment of a CTN, where such service is available.For a paid advertisement (listing), click data may also be collectedfrom the Web portal at which the listing appears. Paid advertising mayinclude, for example, larger type size, visual embellishments,additional color, and the like, as compared to unpaid listings.Estimates of leads produced by a listing from the CP Tool 103 may alsoinclude click estimates for a Web listing, estimates of impressions froma Web listing, and the like.

The estimated leads production, which may provide estimates over a rangeof time and geography, is generated by the CP Tool 103 using estimatemodels, which are based on a combination of prior performance (i.e.,historical data) and extrapolations. The CP Tool estimate models arebased on the IYP 710, PYP 712, and EXT 714 data sources described above.The models may also comprise combinations of differently sourced data.For example, the IYP data model may be based on a combination ofhistorical Internet-based data sources and ERPPL data (described above).Both types of data provide a cost-per-lead value, and the IYP modeltypically chooses the lower value as between historical data and ERPPLdata, as providing the more conservative cost estimate. The use of bothdata sources, historical and ERPPL, is useful because historical datamay overlook differences between the markets from which the historicaldata is derived and the market of the target business entity, and theERPPL data is typically based on system-wide data metrics, which may notapply precisely to the target business entity. To increase the likelyaccuracy of the historical data, it may be necessary to restrict thehistorical data to be used so that the historical data is taken onlyfrom markets similar to the market of the target business entity.

Similarly, the apportionment that is implemented by the CP Tool 103 asbetween using data from the IYP 710 and using data from the PYP 712 forgenerating lead estimates may be adjusted depending on the market areaof the target business entity. For example, a target business entity inPalm Beach, Fla. may be faced with customers who are more likely toconsult print media for business information, and therefore the CP Toolwould weight the IYP and PYP data so as to differentially favor the PYPdata in producing the leads estimates data. Conversely, a targetbusiness entity in San Jose, Calif. may be faced with customers who aremore likely to use Internet sources rather than consult print media, andtherefore the CP Tool would weight the IYP and PYP data so as todifferentially favor the IYP data in producing the leads estimates data.In utilizing the PYP data, the CP Tool is configured to use statisticalconsiderations in extrapolating leads data in one geographic area ormarket segment to another geographic area or market segment. The natureof such statistical considerations utilized will depend on empiricalknowledge that is a function of the data available to the system, andwill be understood by those skilled in the art in view of thisdescription. The data available to the CP Tool includes the data in thedatabase 108, as should be apparent from the system diagram of FIG. 1.

Hardware Configurations

Referring next to FIG. 9, an exemplary environment with whichembodiments may be implemented is shown with a computer system 900 thatcan be used by a customer or sales person or other marketing tool user904 to design, for example without limitation, the marketing proposalsdiscussed herein. The computer system 900 can include a computer 902,keyboard 922, a network router 912, a printer 908, and a monitor 906.The monitor 906, processor 902, and keyboard 922 are part of a computersystem 926, which can comprise a laptop computer, desktop computer,handheld computer, tablet computer, mainframe computer, etc. The monitor906 can comprise a CRT, flat screen display, and the like.

A user 904 can input commands into the computer 902 using various inputdevices, such as a mouse, keyboard 922, track ball, touch screen, andthe like. If the computer system 900 comprises a mainframe computer,then the designer user 904 can access the computer 902 using, forexample without limitation, a terminal or terminal interface.Additionally, the computer system 926 may be connected to a printer 908and a server 910 using a network router 912, which may connect to theInternet 918 or a WAN.

The server 910 may, for example without limitation, be used to storeadditional software programs and data. In some embodiments, softwareimplementing the systems and methods described herein can be stored on astorage medium in the server 910. Thus, the software can be run from thestorage medium in the server 910. In another embodiment, softwareimplementing the systems and methods described herein can be stored on astorage medium in the computer 902. Thus, the software can be run fromthe storage medium in the computer system 926. Therefore, in thisembodiment, the software can be used whether or not the computer 902 isconnected to the network router 912. The printer 908 may be connecteddirectly to the computer 902, in which case, the computer system 926 canprint whether or not it is connected to the network router 912.

FIG. 10 shows an embodiment of a special-purpose computer system 1000 isshown. The above methods may be implemented by computer-program productsthat direct a computer system to perform the actions of theabove-described methods and components. Each such computer-programproduct may comprise sets of instructions (codes) embodied on acomputer-readable medium that directs the processor of a computer systemto perform corresponding actions. The instructions may be configured torun in sequential order, or in parallel (such as under differentprocessing threads), or in a combination thereof. The computer-programproducts may be loaded or installed on a general purpose computersystem, after which the general purpose system is transformed into thespecial-purpose computer system 1000.

The special-purpose computer system 1000 comprises a computer 1002, amonitor 1006 coupled to the computer 1002, one or more additional useroutput devices 1030 (optional) coupled to the computer 1002, one or moreuser input devices 1040 (e.g., keyboard, mouse, track ball, touchscreen) coupled to the computer 1002, an optional communicationsinterface 1050 coupled to the computer 1002, a computer-program product1005 stored in a tangible computer-readable memory that may be placed inthe computer 1002. The computer-program product 1005 includesinstructions that, when executed by the computer, direct the system 1000to perform the above-described operations. The computer 1002 may includeone or more processors 1070 that communicate with a number of peripheraldevices via a bus subsystem 10100. These peripheral devices may includea user output device(s) 1030, a user input device(s) 1040, acommunications interface 1050, and a storage subsystem, such as randomaccess memory (RAM) 1072 and a non-volatile storage drive 1080 (e.g.,disk drive, optical drive, solid state drive), which are forms oftangible computer-readable memory.

The computer-program product 1005 may be stored in the non-volatilestorage drive 1080 or another computer-readable medium accessible to thecomputer 1002 and loaded into the memory 1072. Each processor 1070 maycomprise a microprocessor, such as a microprocessor from Intel® orAdvanced Micro Devices, Inc.®, or the like. The computer 1002 runs orexecutes an operating system that supports an operating environment andhandles the communications of the computer-program product with theabove-noted components, as well as the communications between theabove-noted components in support of the computer-program product, insupport the computer-program product. Exemplary operating systemsinclude Windows® or the like from Microsoft® Corporation, Solaris® fromOracle®, LINUX, UNIX, and the like.

The user input devices 1040 include all possible types of devices andmechanisms to input information to the computer system 1002. These mayinclude a keyboard, a keypad, a mouse, a scanner, a digital drawing pad,a touch screen incorporated into the display, audio input devices suchas voice recognition systems, microphones, and other types of inputdevices. In various embodiments, the user input devices 1040 aretypically embodied as a computer mouse, a trackball, a track pad, ajoystick, wireless remote, a drawing tablet, a voice command system. Theuser input devices 1040 typically allow a user to select objects, icons,text and the like that appear on the monitor 1006 via a command such asa click of a button or the like. The user output devices 1030 includeall possible types of devices and mechanisms to output information fromthe computer 1002. These may include a display (e.g., the monitor 1006),printers, non-visual displays such as audio output devices, and thelike.

The communications interface 1050 provides an interface to othercommunication networks 9105 and devices and may serve as an interface toreceive data from and transmit data to other systems, WANs and/or theInternet 1018. Embodiments of the communications interface 1050typically include an Ethernet card, a modem (telephone, satellite,cable, ISDN), a (asynchronous) digital subscriber line (DSL) unit, aFireWire® interface, a USB® interface, a wireless network adapter, andthe like. For example without limitation, communications interface 1050may be coupled to a computer network, to a FireWire® bus, or the like.In other embodiments, the communications interface 1050 may bephysically integrated on the motherboard of the computer 1002, and/ormay be a software program, or the like.

The RAM 1072 and non-volatile storage drive 1080 are examples oftangible computer-readable media configured to store data such ascomputer-program product embodiments of the present invention, includingexecutable computer code, human-readable code, or the like. Other typesof tangible computer-readable media include floppy disks, removable harddisks, optical storage media such as CD-ROMs, DVDs, bar codes,semiconductor memories such as flash memories, read-only-memories(ROMs), battery-backed volatile memories, networked storage devices, andthe like. The RAM 1072 and the non-volatile storage drive 1080 may beconfigured to store the basic programming and data constructs thatprovide the functionality of various embodiments of the presentinvention, as described above.

Software instruction sets that provide the functionality of the presentinvention may be stored in the RAM 1072 and non-volatile storage drive1080. These instruction sets or code may be executed by the processor(s)1070. The RAM 1072 and non-volatile storage drive 1080 may also providea repository to store data and data structures used in accordance withthe present invention. The RAM and non-volatile storage drive mayinclude a number of memories including a main random access memory (RAM)to store of instructions and data during program execution and aread-only memory (ROM) in which fixed instructions are stored. The RAMand non-volatile storage drive may include a file storage subsystemproviding persistent (non-volatile) storage of program and/or datafiles. The RAM 1072 and non-volatile storage drive 1080 may also includeremovable storage systems, such as removable flash memory.

The bus subsystem 10100 provides a mechanism to allow the variouscomponents and subsystems of the computer 1002 to communicate with eachother as intended. Although the bus subsystem 10100 is shownschematically as a single bus, alternative embodiments of the bussubsystem may utilize multiple busses or communication paths within thecomputer 1002.

Thus, described above is a system that provides real-time responsethrough operations that include: (1) generating an estimated number ofleads per unit time for a range of expenditures by a target businessentity in response to received parameters of the target business entity;(2) generating a value comprising a proposed mixture of leads from aplurality of platforms in response to a specified cost expenditure,wherein each proposed leads value specifies a suggested number of leadsto be provided to the target business; and (3) adjusting the proposedmixture of leads corresponding to the specified cost expenditure, inresponse to performance data and pricing information relating to theproposed mixture of leads. The received parameters of the targetbusiness entity or customer of the first operation (1) are provided fromthe customer, or target business entity. The proposed mixture of leadsfrom a plurality of platforms of the second operation (2) is generatedin response to a cost expenditure (budget) that comes from the customer(or from the salesperson who is generating a campaign for a targetbusiness). The adjustment to the proposed mixture of leads occurs inreal time, in response to the performance data and pricing information,after the target business entity or customer gets a report of theirspecific mixture of leads and how their ads actually performed. Again,this happens in real time and is a feature of the disclosed system.

Specific details are given in the above description to provide athorough understanding of the embodiments. However, it is understoodthat the embodiments may be practiced without these specific details.For example without limitation, circuits may be shown in block diagramsin order not to obscure the embodiments in unnecessary detail. In otherinstances, well-known circuits, processes, algorithms, structures, andtechniques may be shown without unnecessary detail in order to avoidobscuring the embodiments.

Implementation of the techniques, blocks, steps and means describedabove may be done in various ways. For example without limitation, thesetechniques, blocks, steps and means may be implemented in hardware,software, or a combination thereof. For a hardware implementation, theprocessing units may be implemented within one or more applicationspecific integrated circuits (ASICs), digital signal processors (DSPs),digital signal processing devices (DSPDs), programmable logic devices(PLDs), field programmable gate arrays (FPGAs), processors, controllers,micro-controllers, microprocessors, other electronic units designed toperform the functions described above, and/or a combination thereof.

Also, it is noted that the embodiments may be described as a processwhich is depicted as a flowchart, a flow diagram, a swim diagram, a dataflow diagram, a structure diagram, or a block diagram. Although adepiction may describe the operations as a sequential process, many ofthe operations can be performed in parallel or concurrently. Inaddition, the order of the operations may be re-arranged. A process isterminated when its operations are completed, but could have additionalsteps not included in the figure. A process may correspond to a method,a function, a procedure, a subroutine, a subprogram, etc. When a processcorresponds to a function, its termination corresponds to a return ofthe function to the calling function or the main function.

Furthermore, embodiments may be implemented by hardware, software,scripting languages, firmware, middleware, microcode, hardwaredescription languages, and/or any combination thereof When implementedin software, firmware, middleware, scripting language, and/or microcode,the program code or code segments to perform the necessary tasks may bestored in a machine readable medium such as a storage medium. A codesegment or machine-executable instruction may represent a procedure, afunction, a subprogram, a program, a routine, a subroutine, a module, asoftware package, a script, a class, or any combination of instructions,data structures, and/or program statements. A code segment may becoupled to another code segment or a hardware circuit by passing and/orreceiving information, data, arguments, parameters, and/or memorycontents. Information, arguments, parameters, data, etc. may be passed,forwarded, or transmitted via any suitable means including memorysharing, message passing, token passing, network transmission, etc.

For a firmware and/or software implementation, the methodologies may beimplemented with modules (e.g., procedures, functions, and so on) thatperform the functions described herein. Any machine-readable mediumtangibly embodying instructions may be used in implementing themethodologies described herein. For example without limitation, softwarecodes may be stored in a memory. Memory may be implemented within theprocessor or external to the processor. As used herein the term “memory”refers to any type of long term, short term, volatile, nonvolatile, orother storage medium and is not to be limited to any particular type ofmemory or number of memories, or type of media upon which memory isstored.

Moreover, as disclosed herein, the term “storage medium” may representone or more memories for storing data, including read only memory (ROM),random access memory (RAM), magnetic RAM, core memory, magnetic diskstorage mediums, optical storage mediums, flash memory devices and/orother machine readable mediums for storing information. The term“machine-readable medium” includes, but is not limited to portable orfixed storage devices, optical storage devices, and/or various otherstorage mediums capable of storing that contain or carry instruction(s)and/or data.

Therefore, the present disclosure is well adapted to attain the ends andadvantages mentioned as well as those that are inherent therein. Theparticular embodiments disclosed above are illustrative only, as thepresent disclosure may be modified and practiced in different butequivalent manners apparent to those skilled in the art having thebenefit of the teachings herein. Furthermore, no limitations areintended to the details of construction or design herein shown, otherthan as described in the claims below. It is therefore evident that theparticular illustrative embodiments disclosed above may be altered ormodified and all such variations are considered within the scope andspirit of the present disclosure. Also, the terms in the claims havetheir plain, ordinary meaning unless otherwise explicitly and clearlydefined by the patentee. The indefinite articles “a” or “an,” as used inthe claims, are defined herein to mean one or more than one of theelement that the particular article introduces; and subsequent use ofthe definite article “the” is not intended to negate that meaning

What is claimed is:
 1. A computer-implemented method for dynamicdetermination of allocation and fulfillment in a system, the methodcomprising: generating an estimated number of leads per unit time for arange of expenditures by a target business entity in response toreceived parameters of the target business entity; generating a valuecomprising a proposed mixture of leads from a plurality of platforms inresponse to a specified cost expenditure, wherein each proposed leadsvalue specifies a suggested number of leads to be provided to the targetbusiness; adjusting the proposed mixture of leads corresponding to thespecified cost expenditure, in response to performance data and pricinginformation relating to the proposed mixture of leads.
 2. Thecomputer-implemented method of claim 1, further comprising receiving aservice request from the target business entity via a sales tool remoteapplication.
 3. The computer-implemented method of claim 1, wherein thesystem is configured to provide the number of calls obtained from theone or more outside sources from the system to the target businessentity.
 4. The computer-implemented method of claim 1, wherein thesystem is configured to perform the adjusting in substantially real timeas the performance data and pricing information is received.
 5. Thecomputer-implemented method of claim 1, wherein generating the estimatednumber of leads per unit time is performed using a hybrid model thatincorporates data from a combination of data sources including Internetsources of data, print sources of data, and external sources of data, inaccordance with the received parameters.
 6. A system comprising: amanaged master database of the system; a marketing campaign pricingengine that is configured to access data in the managed master databaseand to perform operations comprising generating an estimated number ofleads per unit time for a range of expenditures by a target businessentity in response to received parameters of the target business entity;generating a value comprising a proposed mixture of leads from aplurality of platforms in response to a specified cost expenditure,wherein each proposed leads value specifies a suggested number of leadsto be provided to the target business; adjusting the proposed mixture ofleads corresponding to the specified cost expenditure, in response toperformance data and pricing information relating to the proposedmixture of leads.
 7. The system of claim 6, wherein the marketingcampaign pricing engine is further configured to receive a servicerequest from the target business entity via a remote application.
 8. Thesystem of claim 6, wherein the marketing campaign pricing engine isfurther configured to provide the number of calls obtained from the oneor more outside sources from the system to the target business entity.9. The system of claim 6, wherein the system is configured to performthe adjusting in substantially real time as the performance data andpricing information is received.
 10. The system of claim 6, whereingenerating the estimated number of leads per unit time is performedusing a hybrid model that incorporates data from a combination of datasources including Internet sources of data, print sources of data, andexternal sources of data, in accordance with the received parameters.11. A computer program product, tangibly embodied in a non transitorymachine-readable storage medium, the medium including instructionsconfigured to cause a data processing system to perform operationscomprising: generating an estimated number of leads per unit time for arange of expenditures by a target business entity in response toreceived parameters of the target business entity; generating a valuecomprising a proposed mixture of leads from a plurality of platforms inresponse to a specified cost expenditure, wherein each proposed leadsvalue specifies a suggested number of leads to be provided to the targetbusiness; adjusting the proposed mixture of leads corresponding to thespecified cost expenditure, in response to performance data and pricinginformation relating to the proposed mixture of leads.
 12. The computerprogram product of claim 11, further including instructions configuredto cause one or more processors of the data processing system to performoperations further comprising: receiving a service request from thetarget business entity via a remote application.
 13. The computerprogram product of claim 11, wherein the pricing engine is furtherconfigured to provide the number of calls obtained from the one or moreoutside sources from the system to the target business entity.
 14. Thecomputer program product of claim 11, wherein the system is configuredto perform the adjusting in substantially real time as the performancedata and pricing information is received.
 15. The computer programproduct of claim 11, wherein generating the estimated number of leadsper unit time is performed using a hybrid model that incorporates datafrom a combination of data sources including Internet sources of data,print sources of data, and external sources of data, in accordance withthe received parameters.